Chapter
Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China
Fanke Peng, Ni An, Alessandra Vecchi.
© 2017.
17 pages.
Adopting the Technology Acceptance Model (TAM) – perceived usefulness and perceived ease of use (Davis, Bagozzi, & Waeshaw, 1989) and Customer Buying Decision Process (Engel, Kollat, & Blackwell, 1968), this research examines the role of culture in influencing online shopping use, comparing differences...
Relevancy
Lower Relevancy